Channels

24Apr09

Marketing Channel – agents involved in the process of making a product or service available for use or consumption by consumers or industrial users. Channel Members: Producer, Distributor/Agent/Broker, Wholesaler/Dealer, Retailer, Customer Functions of a Marketing Channel Transactional Function Logistical Function Facilitating Function Channel Structures: Traditional Channel or Online Channel Direct or Indirect Channel Channel Conflicts: [...]

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Promotions

24Apr09

Channel Strategies Promotions: Push Strategy: directing promotional mix to channel members to gain their cooperation in ordering and stocking the product: use primarily personal, direct selling, and trade promotions Disadv: intermediaries may not want to stock up  Pull Strategy: direct promotional mix at ultimate consumers, direct-to-consumer promotions, rebates, etc;.  consumers ask retailers for the product, [...]

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Fail of Launching Product

24Apr09

1. Customer don’t accept the product 2. Technical problem (product’s defect) 3. Wrong moment of launch

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